The hashtag for Bravas de Juárez (female category of the Bravos de Ciudad Juárez FC club) is #HazloRealidad and they have taken it very seriously to become a watershed in Mexican soccer. The border women’s team launched its own uniform, that is, differentiated from the men’s division in terms of colors and sponsors, something that no one else had done.
“Futbol Club Juárez is pleased to announce a new era for our women’s team, its own history, since as of Clausura 2022 it will have a new structure independent of the Bravos squad and it will be the first team in the Liga MX Femenil to have a uniform. completely different from the manly one ”. This was said in a statement by the whole of Chihuahua on December 23, alluding to its image change.
From a marketing perspective, this means the next step for the Liga MX Femenil industry, explains Armando Escamilla, an expert in this area and managing partner of the consulting firm Patroria: “It is a wise decision, it is the next recommended step for the league. , understanding that the first was the effort that some teams made to begin not to include the women’s team forcibly in all the sponsorship negotiations of the men’s team. It means continuing to take advantage of the infrastructure that men’s soccer has developed and start contributing to women’s soccer, which is already gaining very important ground ”.
The new apparel was unveiled on December 27 and it does make a difference. While the men’s club wears a lemon green color with black and red highlights, the women’s uniform combines aqua tones with purple, based “on the balance and growth that we are having, in addition to representing youth and gender equality,” he said. the club in its statement.
“This means achieving, in some way, detach yourself from men’s football but taking advantage of all the structure and expertise that it already has so that it can then start much later, that is, it was not necessary for women’s football to have to go through all this learning curve like the man had ”, adds the expert in sports sponsorships.
In addition, unique sponsors of the women’s team participate, such as the brands Transtelco (telecommunications service provider), Tecma (subcontracting in manufacturers), Superette (supermarkets) or Coflex (plumbing services). This is an initiative that clubs such as Tigres, Rayadas or Pachuca have already managed in terms of having exclusive brands linked to the women’s team.
How much does a differentiated identity of the women’s teams help to attract more sponsors?
“Without a doubt it helps, because there is a natural association, so now brands can adapt their communication totally to a feminine theme, with their own identity, it is not necessarily going to be confused with the masculine theme. This association, the use of specific colors and campaigns will benefit and open doors to many other sponsors who do want to attack only the female issue, it will also facilitate exploitation in order to generate a return on investment or increase the one that already exists ”, he points out. Armando Escamilla.
Juárez FC has not yet announced who will be the directive heads of the structure of its women’s team, although it confirmed Ana Cristina González as technical director, being one of the five coaches who will start on the bench for the Clausura 2022 tournament.
With the change of colors and logo, a path is opened that could be followed by other clubs that still do not have such a marked identity, dictates the specialist, since some like Tigres and Rayadas already have it and it would be difficult to see their symbols change; in the same way, Chivas and América for the broad roots of branding that they bring behind, although others like Juárez FC may experiment.
“It is about starting to generate the girls’ own identity and not simply that they are the feminine nickname of men’s soccer. Now they already have their own personality, colors and that is what the new fan is looking for, because this is a completely different target, although there will be fans who follow both (female and male branch), there will be those who are exclusive to the female one they want to show off. different colors and their own identity. Regarding the selection of colors that Juárez makes (aqua and purple), it is daring but necessary, since being the first they have to generate impact and attract attention with everything ”, highlights the specialist.
Reference-www.eleconomista.com.mx